One of the life experiences I credit most for teaching me about marketing was the five years I spent in sales. I came to that job in a roundabout way…
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Deloitte Case Study is a Powerful Endorsement for Buyer Personas
One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed. We’ve accomplished so much with the client, working with them…
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6 Reasons to Start Using Buyer Personas Now
It’s been seven years since I started The Buyer Persona Blog, and I am pleased to publish our very first guest post. I hope you enjoy these recommendations from Irakli…
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Top 10 Things the B2B Buyer Persona is Saying About Your (Content) Marketing
Maybe I missed it, but I haven’t seen David Letterman do this one, so I want to tell you what B2B buyers tell us about marketing’s influence on their decisions….
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Building B2B Buyer Personas? Focus on the Buying Decision … then the Person
I’m concerned that so many people think that buyer personas begin and end with a description of a person. This demographic approach to buyer personas typically results in far too…
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What’s Different About B2B vs. B2C Marketing?
I’ve seen this question posed to several of the industry’s most renowned marketing experts, but I have never heard a really good answer. The differences between B2B and B2C remain…
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Ask interesting questions to hear how buyers think
Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of…
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How Kristine developed a great buyer persona
I recently reviewed twenty-four buyer personas produced by four product marketing teams. While most needed a lot more work, Kristine’s was exceptional. I didn’t know the story I’m about to…
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Buyer personas get personal
Working on a buyer persona for a chief information officer last week, my client listed the predictable pain points on the flip chart — shrinking budgets, conflicting priorities, legacy solutions…
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Bring me problems, not solutions
I went to Tel Aviv a few years ago to teach the Effective Product Marketing seminar for one of the Pragmatic Marketing clients. For some reason that I can’t remember,…
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